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Diamond Trading Company
Project overview
Challenge
In 2007, the Diamond Trading Company (DTC), one of the world’s largest distributors of rough diamonds and part of the De Beers family of companies, launched a programme to introduce branding disciplines to participants in the worldwide diamond trade. DTC planned a roadshow to cities around the globe – including Antwerp, Hong Kong, Johannesburg and Toronto. DTC was looking for an inspiring way to package its workshop materials; standard conference handouts would certainly not create the required impression. But budgets were limited, and it was up to BergHind Joseph to find a cost-effective solution.
Strategic Insight
We would need an upmarket packaging device to position diamonds – perhaps the ultimate luxury product – in the right way. We would also need to capture delegates’ attention, and attract them to the innovative workshop programme that had been designed by DTC’s external consultant.
Creative Solution
Using the strapline ‘diamonds are forever,’ we played on the association between diamonds and secret agents to suggest to delegates that a fun and intriguing way of learning about branding lay in store for them. We designed a brochure in which celebrities and experts made the case for branding; and an accompanying DVD included film of the same individuals setting out their arguments. We customised standard packaging materials to give them premium appeal, creating a metal case in its own presentation box for the DVD and workshop workbook.
Results
DTC’s roadshow was a great success. Delegates were impressed by the quality of the seminar materials, and DTC was pleasantly surprised by the cost-effectiveness of the solution we delivered.
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